Universidad de Jaén

PART I: MARKETING DEFINITION AND PROCESS

LESSON 1. NATURE AND SCOPE OF MARKETING

1.1. What is not marketing?

1.2. The marketing dimensions

1.3. Exchange as the dominant paradigm and the central element of marketing

1.4. Approaches in marketing management

1.5. The evolution of marketing as a function and a scientific discipline

1.6. New trends in marketing: neuromarketing, sensory and experiential marketing, geomarketing, etc.

LESSON 2. MARKETING MANAGEMENT IN ORGANIZATIONS

2.1. The marketing system in organizations

2.2. Marketing management: strategic marketing and operational marketing

2.3. Strategic marketing planning

2.4. Marketing and society. Sustainable marketing: ethics and social responsibility

PART II: UNDERSTANDING THE MARKET AND THE NEEDS OF CUSTOMERS. ANALYSIS OF MARKETING OPPORTUNITIES AND DESIGN OF A MARKETING STRATEGY

LESSON 3. THE MARKET AND ITS ENVIRONMENT

3.1. Concept and classification of the market

3.2. The marketing environment: macro-environment and micro-environment

3.3. Global marketing

LESSON 4. CONSUMER BEHAVIOR

4.1. Models of consumer behavior

4.2. External and internal factors that influence consumer behavior

4.3. The purchase decision process

4.4. Purchasing behavior of organizations

LESSON 5. MARKETS SEGMENTATION, TARGET MARKET DELIMITATION AND SELECTION, AND POSITIONING

5.1. Market segmentation

5.2. Delimitation of the target market

5.3. Selection of the target market

5.4. Differentiation, positioning and repositioning

PART III: THE VARIABLES OF MARKETING MIX

LESSON 6. PRODUCT, PRICE, DISTRIBUTION AND COMMUNICATION

6.1. Product: product concept, product classification and product components

6.2. The price as a marketing tool

6.3. Commercial distribution and distribution channel. Functions developed by intermediaries. The disintermediation processes. Marketing logistics

6.4. Communication: the communication process and the influence aspects, integrated marketing communications (IMC) and the communication mix

6.5. Online marketing

The course will be taught through lectures and practice in smaller groups, where discussion of cases and debates will take place.

IMPORTANT: Students are expected to follow good academic practices. Any abnormal circumstance occurring in the classroom empowers teachers to take the measures they deem appropriate, including expulsion from the classroom.

As established in the Regulation of Academic and Evaluation of the Student Body of the University of Jaén in its Article 11.2.e):" The recording in audio or video of teaching activities, by any means, is strictly prohibited, unless authorized expressed by the teacher. Any recording initiative without the corresponding authorization will be grounds for opening disciplinary proceedings.

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

As established in the Regulation of Academic and Evaluation of the Student Body of the University of Jaén in Article 23.2: "In the evaluation tests it is strictly forbidden to carry any type of device, notes and teaching material of the subject, except the authorized publicly by the faculty in each call for evaluation, which will be communicated to the students sufficiently in advance".

The evaluation system of the course is composed of two parts:

1) A final written exam, in which the students have questions of a theoretical and practical nature.

2) A set of tasks (resolution of practical cases, participation in debates, exhibitions, etc.) that, individually or in a group, the students have to perform.

To pass the subject, the students must obtain at least 50% of the score related to the written exam test (Part 1). Once they have obtained 50% or more in this part, the sum reached in the rest of the scoring activities (Part 2) will be added to the result in Part 1. The total score of the sum of both parts has to be as a minimum of 5 points out of 10 in order to pass the course.

In extraordinary calls it is guaranteed that students can pass the subject and obtain the highest mark.